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Published: May 12, 2016
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US industries will collectively spend $68.82 billion on paid digital advertising in 2016, the seventh consecutive year of growth. That total will be a 17.4% increase from 2015, when brands spent $58.61 billion on digital advertising. Ad investment is increasing in all sectors, with digital video spurring brands’ spending and programmatic methods being adopted across all industries to varying degrees.
"As has been the case in years past, retail will remain by far the largest spender on digital advertising among US industries in 2016. The automotive industry will retain its No. 2 spot for the second year, with financial services close behind. At the lower end, the healthcare and pharma industry will remain the laggard in digital ad spending, as it contends with federal regulations on advertising and privacy that limit how and where it can advertise."
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US Digital Ad Spending Share, by Industry, 2016 (% of total)
Mobile Beats Desktop
US Digital Ad Spending, by Industry and Device, 2016 (billions and % of total)
Video Drives Display Spending
US Digital Video Ad Spending, by Industry, 2016 (billions and % of total)
Programmatic Changing the Game
US Digital Display Ad Spending, by Industry and Transaction Method, 2016 (billions and % of total industry ad spending)
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